Florence Welch dressed by Gucci during tour, to star in fall campaign
Friday 10 June 2011
The Florence and the Machine frontwoman has joined the Italian house's roster of spokesmodels.
Gucci's creative head Frida Giannini said in a statement: "When Florence first came onto the scene, I was captivated by her eccentric style and her willingness to dare. I felt there was such an authentic energy to her sound and her look.
"This was confirmed when I met her at the Grammys earlier this year. I used one of Florence's songs, 'Hurricane Drunk,' to set the mood for my Autumn/Winter women's show, as she was truly an inspiration for this collection as a modern-day icon with her cinematic allure and powerful presence."
Welch, who will also be the face of the label's fall/winter campaign, added: "I was extremely flattered when I heard that Frida's collection had been inspired in part by my performances and I was completely bowled over by her collection, the dresses seemed perfect for my shows, the colours, the shapes, the movement in the fabric. So it seemed natural that we work together on creating some pieces for my upcoming US tour..."
Tour partnerships between design brands and musicians are very common in fashion: well-known examples are Dolce & Gabbana, who have been working closely with Kylie Minogue for years, or Giorgio Armani, who outfitted Lady Gaga during her world tour last year.
The US tour started Thursday in Manchester, TN. For full tour dates, visit http://florenceandthemachine.net.
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